Tarek Nour Highlights the Enduring Power of Egyptian Soft Power at Ramadan 2026 TV Series Premiere

Tarek Nour, Chairman of United Media Services, underscored in a speech at the company’s Ramadan 2026 TV series premiere the importance of Egypt’s soft power and its continued ability to shape public awareness, despite the sweeping transformations of the digital age.

Nour expressed appreciation to Engineer Khaled Abbas, Chairman and Managing Director of the Administrative Capital for Urban Development Company, as well as the team behind what he described as the “capital of the future,” for their efforts in organizing the event. He said the initiative, intended to honor Egypt’s soft power, received strong support and was successfully brought to life.

He noted that soft power has played a direct role in shaping public awareness and influencing decision-making at various stages, stressing that cultural and artistic impact remains significant. As examples, he pointed to the widespread popularity of the chant from the Pharaohs’ Golden Parade on mobile phones and to the notable success of the Dawlet El Telawa television program, which he said garnered nearly two billion views.

Nour also said that artists and creatives are among the most important pillars of Egypt’s soft power, and raised the question of whether digital influence could surpass soft power as the consumption and circulation of information continue to evolve.

He concluded by reaffirming that Egypt’s soft power remains resilient and competitive, extending his congratulations ahead of the holy month of Ramadan and welcoming attendees to the Ramadan 2026 drama launch event.